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Le Méridien Hotels & Resorts has launched two television commercials in Asia Pacific and China to boost its brand building drive.
The Asia Pacific TV commercial kicks off in September 2005 with a high impact campaign on CNN, Discovery, National Geographic and
the BBC, reaching over 20 million viewers in key cities across the region, ensuring widespread coverage amongst
the group's core target audiences.
The Chinese TV
commercial, an adaptation of the Asia Pacific version, will be aired on selected cable and local network including Shanghai TV - News, Oriental TV – News, Shanghai TV
– Sports, Shanghai TV – Business, East Movie Channel and Phoenix TV, from October 2005, and marks the initiation of a campaign aimed at leveraging the opening of
Le Méridien She Shan Shanghai, scheduled to open in November 2005, and the subsequent opening of Le Royal Méridien Shanghai in August 2006.
“The investment and development of the two commercials is a continuous drive to strengthen the brand from past campaigns. The creative concept of the commercials
reflects the elegant European essence of the brand, and embraces local touches” said Frank Foster, Senior Vice President Marketing, Asia Pacific for Le Méridien Hotels
& Resorts.
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